Benefits of Paid Media for B2B Services Organizations
If you’re a B2B services organization and you’re looking to try media or expand your media program, there’s a couple of things to keep in mind. We have a lot of clients come to us and are like “we want leads from media.” If you’re a B2B services organization, you can really do two primary things with media.
One is awareness, which is really credibility. What you’re looking for is for people to know your name. You want your sales team to have a warmer hand-off between them cold calling or them talking to someone and someone being like, “Oh, I’ve heard of you. I’ve seen you.” It gives you credibility in the market that you are, for lack of a better word, a real organization that is out there in the marketplace.
The second thing that media can really do is provide a halo effect around sales activities, whether it’s events or trade shows. Again, it can provide awareness and credibility. It can get the word out about specific things. You can geofence events, and then you can retarget them.
There’s a lot of things that you can do with that data that can support your other efforts. But what you’re not really going to get from a media perspective is you’re not going to be advertising and then just getting leads from it.
That’s not what you’re going to get from media if you’re a B2B services organization. That doesn’t mean that there aren’t hypotheses that you can’t test around launches of different services or products or a white paper or other things that you want to have out there. Or if you want to learn more about a specific audience in a specific area and you want to get media insights.
There’s a lot of things that you can do with media, but really, if you’re looking for a place
to start, it’s really about credibility and providing a halo effect around sales efforts.
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